Update April 2025: We are proud to share that this research was presented at the 19th NZOZ Sensory Consumer Science Conference 'Expanding Horizons' in Feb 2025. We will share the research outputs once they are publicly available.
This research project, carried out by Phelia Harrison and Gie Liem, aimed to bridge the gap in knowledge on the role of consumer trust, specifically epistemic trust (i.e. trust in scientific knowledge) and social trust (i.e. trust in people, organisations and institutions), in influencing consumer acceptance of cultivated meat and precision-fermented ingredients in Australia.
With 1,540 survey participants across Australia, the study dived into how various types of trust may be utilised to fill knowledge gaps and affect purchase intentions for cellular agriculture products.
Key findings:
- Approximately one-third of survey participants are open to trying cellular agriculture products, with slightly higher interest in precision-fermented ingredients.
- Consumer acceptance is closely linked to trust in technology, authorities, and science—suggesting the importance of trust in shaping consumer perception.
- Perceived benefits and risks have a mediating affect on the trust and acceptance of cell ag products.
- Younger participants (under 40) showed higher acceptance, likely due to stronger trust in technology and a greater perceived benefits of cell ag products.
What does this mean for cellular agriculture?
For cellular agriculture products to gain widespread acceptance, we need to communicate more effectively about product benefits and risks, aligning messages with different trust domains and consumer demographics.
It is hoped that a better understanding of the role of trust will provide valuable insight in how to effectively communicate the benefits and risks of cultivated meat and precision fermentation to specific segments of Australian consumers, thus maximising consumer uptake of these new foods.
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